Industry / Watches

Rolex Buys Retailer and Manufacturer Bucherer


Rolex has purchased watch manufacturer and retailer Bucherer, which is probably best known in the United States for buying Tourneau in 2018. No purchase price was given.

Bucherer will keep its name and continue to operate independently, the statement said. It will be integrated into the Rolex group once the transaction receives regulatory approval.

Bucherer has more than 100 retail outlets worldwide, located in the United States, Switzerland, England, Germany, France, Denmark, and Austria. The company has sold Rolex products for 90 years. Currently, 53 of Bucherer’s stores distribute the Rolex brand, and 48 distribute the Rolex-owned brand Tudor. Tourneau/Bucherer is also rolling out Rolex’s certified pre-owned program in the United States.

A statement from Rolex said its relationship with other multi-brand retailers will “remain unchanged.” The Bucherer acquisition comes from “the choice made by Jörg Bucherer, in the absence of direct descendants, to sell his company’s business,” the statement said.

Bucherer, who has been the company’s chairman, is the grandson of its founder. He will remain with the Bucherer Group as honorary president.

According to the statement, Jörg Bucherer is “the last person still in activity to have known and worked with Hans Wilsdorf, the founder of Rolex.”

“This move reflects the brand’s desire to perpetuate the success of Bucherer and preserve the close partnership ties that have linked both companies since 1924,” it said. “Rolex is convinced that this acquisition is the best solution not only for its own brands but also for all the watch and jewelry partner brands, as well as for all the employees of the Bucherer Group.”

Bucherer declined comment, referring JCK to Rolex’s statement.

(Photo courtesy of Bucherer)

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By: Rob Bates

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